The printing press was at first mistaken for an engine of immortality by everybody except Shakespeare. (p. 230) - Marshall McLuhan

New media are new archetypes, at first disguised as degradations of older media.

With universal literacy, time can take on the character of an enclosed or pictorial space that can be divided and subdivided. It can be filled in. “My schedule is filled up.” It can be kept free: “I have a free week next month.” And as Sebastian de Grazia has shown in Of Time, Work and Leisure, all the free time in the world is not leisure, because leisure accepts neither the division of labor that constitutes “work,” nor the divisions of time that create “full time” and “free time.” Leisure excludes time as a container. Once time is mechanically or visually enclosed, divided, and filled, it is possible to use it more and more efficiently. Time can be transformed into a labor-saving machine, as Parkinson reveals in his famous “Parkinson’s Law.

The press is a group confessional form that provides communal participation. The book is a private confessional form that provides a “point of view.” (p. 204)